Berman The Copywriter's Toolkit

The Complete Guide to Strategic Advertising Copy
1. Auflage 2012
ISBN: 978-1-4443-6080-6
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 400 Seiten, E-Book

Written from a real-world perspective by an award-winningcopywriter/producer/director, this comprehensive guide is whatevery writer needs to create powerful, strategic ad copy. Focusingon strategy, technique, and the skills needed to write fordifferent media, The Copywriter's Toolkit book willsharpen your copywriting skills whatever your level.
* Introduces essential conceptual strategies and key writingtechniques for result-driven copy
* Provides practical advice on writing for specific mediaincluding: print, radio, TV, websites, blogs, social media,ambient, digital, direct mail, product packaging, and viralmarketing
* Covers all areas of copy development: on-strategy andon-target messaging; headline and slogan creation; brandpersonality and tone of voice; broadcast productionconceptualization and print / digital typesettingconsideration
* Presents innovative visual examples from exciting multimediacampaigns, comments from copywriters at world-renowned agencies,inspiring radio scripts, TV scripts and storyboards, effective blogposts, imaginative package copy, and more
* Shares invaluable writing tips and insights from award-winningcopywriters currently at global agencies
* Includes supplementary website an instructor's manual,sample syllabus, PowerPoint presentations, and creativeassignments, as well as student study aids, flashcards, podcastsand/or webinars by the author, and links to sample and featuredcampaigns, agencies, and related videos

Autoren/Hrsg.

Berman, Margo

Inhaltsverzeichnis

1 THE PERSUASIVE WORD: strategy ABCs: audience, benefits, and creative briefs 1
2 THE STRATEGIC WORD: strategy categories 15
3 THE CHOSEN WORD: writing techniques 32
4 THE STICKY WORD: headline and slogan techniques 44
5 THE WRITTEN WORD: print 59
6 THE SPOKEN WORD: radio 85
7 THE ANIMATED WORD: television 115
8 THE DELIVERED AND ABRIDGED WORD: direct mail, mobile, and small-space writing 167
9 THE AMBIENT AND MOVING WORD: out-of-home and transit 196
10 THE ONLINE COMMUNAL WORD: digital dialogue, virtual community, blogging 224
11 THE ONLINE WORD: websites 242
12 THE BUZZ WORD: interactive engagement, social media, viral marketing 265
13 THE MULTIMEDIA WORD: integrated campaigns 289
14 THE GLOBAL WORD: multicultural and international campaigns 314

Über Autor(innen)

Margo Berman is a professor of advertising at Florida International University. She has more than twenty years of experience as an award-winning creative director and copywriter. She is the author of Street-Smart Advertising: How to Win the Battle of the Buzz (2010) and co-author (with Robyn Blakeman) of The Brains Behind Great Ad Campaigns: Creative Collaboration between Copywriters and Art Directors (2009).